Africas Smartphone Market Reaches New Heights As Transsion Surges Ahead

The African smartphone market experienced remarkable growth in 2025, with shipments reaching 84.4 million units, according to Omdia data. This represents a 13% increase from the previous year, the fastest pace of recovery since 2021, and a testament to the continent’s resilience in the face of global economic uncertainty.

The growth can be attributed to several factors, including expanded financing programs, improved currency stability in key markets, wider 4G rollout, and early 5G adoption in countries like South Africa and Egypt. Holiday promotions and aggressive pricing also played a significant role in driving demand for smartphones.

Sub-Saharan Africa continued to outpace North Africa, acting as the main growth engine. The region’s strong demand for affordable smartphones has been driven by the need for mobile internet access and the desire for feature-rich devices. At the country level, South Africa led the way with 38% growth, driven largely by prepaid demand and strong uptake of sub-$100 devices.

Nigeria followed with 25% growth, fueled by affordable 4G smartphones dominating the sub-$200 segment. Egypt grew 22%, supported by local manufacturing and value-focused portfolios. Kenya saw modest 3% growth amid cost pressures, while Morocco dipped 3% due to higher import tariffs.

Transsion, through its brands TECNO, Infinix, and itel, maintained a commanding 48% market share for the year, shipping over 40.5 million units. However, its Q4 share slipped slightly as competition intensified in the entry-level tier. Samsung held second place, posting 27% Q4 growth thanks to the Galaxy A series and a broader mid-range portfolio.

Xiaomi, Honor, and Oppo also recorded solid gains, particularly in expanding 4G and mid-range segments. These brands have been able to capitalize on the growing demand for affordable smartphones by offering feature-rich devices at competitive prices.

Despite the strong growth, challenges loom. Entry-level devices below $200 accounted for 81% of shipments in 2025, leaving vendors exposed to rising component costs. Average selling prices rose 11% in Q4 as consumers gradually shifted toward better-specced models.

Inflation and tightening channel inventory management are expected to be felt in the coming years, with Omdia predicting a decline of 23% in shipments in 2026. However, for now, 2025 stands out as a year of resilience and strong momentum for Africa’s smartphone market.

The growth of the African smartphone market is also having a positive impact on local economies. The increase in demand for smartphones has created new job opportunities and stimulated economic activity, particularly in countries with large mobile phone markets. Expanded 4G networks have enabled faster data speeds, improving the overall user experience and increasing adoption rates.

The African smartphone market is becoming increasingly diverse, with a wider range of brands and models available to consumers. This has led to increased competition, driving innovation and improved product offerings. Government initiatives aimed at promoting digital inclusion are also driving growth. Many governments have launched programs to improve internet connectivity and provide affordable devices to underserved communities.

The South African government’s program to provide 10 million smartphones to low-income households over the next five years is an example of this effort. The Kenyan government has introduced a new policy aimed at promoting digital inclusion by providing subsidies for low-cost devices.

Non-profit organizations, such as the Africa Internet Exchange (AIX), are also working to promote digital inclusion. AIX aims to improve internet connectivity and provide affordable devices to underserved communities through its fiber-optic network and training programs.

The AIX’s efforts demonstrate the growing commitment to promoting digital inclusion in Africa. As the market continues to evolve, it will be interesting to see how these efforts are supported by government policies and private sector initiatives. The future of the African smartphone market will likely be shaped by a combination of factors, including technological advancements, economic trends, and social initiatives.